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The study aims to deepen existing knowledge on the specific role of soft total quality management (TQM) practices in the ferry sector. Over the last decade, TQM practices have been thoroughly restructured, allowing us to develop an appropriate framework through which the relevance of each practice to this particular sector can be explained.

A narrative case study has been conducted to enhance the quality orientation and soft TQM practices adopted by a medium-sized company in the ferry sector.

The study identifies five soft TQM practices that offer valuable contributions in terms of quality orientation. These are organised into a configurational and systemic approach according to a three-level framework. At the macro level, a customer-orientated approach is paramount, as this orientation clearly points out the fundamental values of TQM. Coherently, at the micro-level, employees should be trained, involved, and empowered to truly internalise and behave according to a quality orientation. At the meso-level, dedicated leadership should support these practices and foster their effectiveness across the organisational structure.

The main limitation of this study is related to its narrative analysis. More empirically-grounded research should be used in the future to test the validity of the model.

TQM practices can leverage soft aspects, finding mutual integrations and offering reciprocal support if a bundle of practices is enforced and co-present across several layers of an organisational structure.

The model offers a configurational approach to help the ferry sector in leveraging soft TQM practices to implement TQM initiatives successfully. This is subject to external contingencies and thus requires adaptability and flexibility.

This study aimed to identify the potential for economic activities related to the ocean economy in Brazil to become blue economy (BE) activities, in which the concept of the Sustainable Development Goals (SDGs) is central.

To achieve the aim, the authors collected information on the SDGs and estimated data from the ocean economy sectors for the 256 Brazilian coastal cities. The authors predicted the indices for potential development of territories and sectors in the BE using two parameters: employed persons (EP) and sectoral added value (AV).

The results show that the capitals of coastal states present the highest potential indices for the BE, especially Rio de Janeiro, which accounted for 83.3% of sectoral added value in the Brazilian ocean economy with potential for sustainable development and generated 107,800 active formal jobs (26.9% of the country's total). In addition, restaurants, hotels and similar establishments are, on the Brazilian coast, the most frequent on the coastal zone and have the highest potential for BE activities.

Regarding its contributions, this research innovates by developing an indicator that can help stakeholders understand the similarities and differences between cities and regions, whether through a social, economic, or environmental lens. Therefore, by following this methodological path for measuring the BE, viewing the distinct patterns of sustainable development by area is possible, thereby supporting action plans for the fulfillment of the 2030 Agenda and the implementation of a marine spatial planning process for the country in the context of the Ocean Decade (2021–2030).

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-02-2023-0112